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How younger drinkers are shaping Australia’s wine industry

How younger drinkers are shaping Australia’s wine industry

A top winemaker is defying the market by releasing more shirazes than ever before – and he has the young wine drinker in his sights.

Andrew Thomas in the Kiss vineyard sorting through Shiraz Grapes. Chris Elfes

Andrew Thomas remembers the last time shiraz was unpopular in Australia. It was the mid-1980s and he was living in McLaren Vale in South Australia, where his family had a winery. There was such an oversupply of grapes, and such low demand for shiraz, that the state government sponsored a vine-pull scheme.

“I’ll never forget the sight of all those bonfires around the place,” he says.

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Max Allen
Max AllenDrinks columnistMax Allen is The Australian Financial Review's drinks columnist. He is an award-winning journalist and author who has written about wine and drinks for close to 25 years. Connect with Max on Twitter. Email Max at max@maxallen.com.au

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Original URL: https://www.afr.com/life-and-luxury/food-and-wine/how-younger-drinkers-are-shaping-australia-s-wine-industry-20250506-p5lx3h